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Commute App Marketing Strategy
- 1. Commute Daily travel made easy
- 2. Travel Safe, Travel Smart, Travel Economical
- 3. Contents Company Overview Target Markets Product Strategy Business Tactics Implementation of Plans
- 5. “Your Travelling Companion” Commute is the everyday travelling solution you are looking for. This app is for the daily travellers who want to find a medium from buses to carpools to subways for their daily travelling.
- 6. Additional Features The app also provides monthly passes* at very economical rates for your day to day travelling needs. The app encapsulates all the travelling mediums in your city…... All On Your Phone! * - Upgrade to Premium version for Bookings and Passes
- 7. How to Use ? The app detects you current location and asks about your Destination. The app then generates all the alternatives for reaching your destination. You can also book your ride with the Premium version of the app.
- 8. Marketing Plan Now that we have a product idea….we need a marketing plan to serve the right customers satisfactorily ……and monetise the app at the same time
- 10. The Smartphone Market More Specifically, The App Market Users spent $58.6 billion on apps in 2017
- 11. The App Market Apps offer better personalisation Ease of sending notifications Use of Device features Ability to work offline Freedom of designing Apps occupy majority user time
- 12. Target Customers
- 13. Targeted Segment The app is targeted towards the daily travelling population like Office-goers, College-Goers and all the working class people of the society who prefer public transport.
- 14. Goals
- 15. Awareness Goals The goal is to reach 100+ downloads in the first month and increase it to 10,000 over the year. As this is a high utility app, we expect 15–20% conversion rate to premium version.
- 16. Financial Goals The primary income of the app is through upgradation to its premium version. The secondary income is from the collaborations with different travel agencies as a part of the income for passes issued through the app.
- 17. Strategy
- 18. Target Market
- 19. Customers This app satisfies the need of travelling from one place to another. This app is for those who want to travel on daily basis and use public transport.
- 20. Collaborators The company needs to collaborate with different companies providing carpools, bus services and subway systems for the passes and needs Google Maps to show results for methods of commuting.
- 21. Competitors The company faces competition from various free and paid apps on the app store but provides way more features than any of the competing apps.
- 22. Points of Parity The company shares points of parity like providing commuting options with Moovit and monthly passes with Shuttl. All these companies have a common target market.
- 23. Points of Difference The company is different from its competitors as it provides the functionality of three different kinds of apps in one. The app provides cars buses as well as subways.
- 25. Customer Value The app provides the customers with all the options for travelling from one place to the other. The app also offer them some attractive discounts on monthly passes which are very difficult to get otherwise.
- 26. Collaborator Value The app is very useful for the collaborating companies as it provides them access to new consumers as well as provide them with profits from the passes which the users purchase.
- 27. Tactics
- 28. Product The free version of the app allows the users to search for a medium of traveling from one place to the other with the help of maps and also displays the bus and subway numbers and routes. The users also get three free rides in the free version
- 29. Premium Version The premium version of the app allows the users to search for a medium of traveling as well as allows them to book cars rides, buses or subway tickets. The users can avail big discounts by issuing monthly passes which are distinguished by the number of rides per month.
- 30. Services The company focuses on maintaining the app whereas the services offered by the collaborators is also kept in check through customer review of every ride. The company also provides three rides in the free version of the app.
- 31. Price The price of upgrading to premium version is ₹200. Whereas the prices of the passes vary according to the facilities and collaborator’s price. The prices charged for single ride is also cheaper than the rates offered by the buses and subways.
- 32. Incentives The customers can avail heavily discounted rates if they subscribe to the monthly or biweekly passes. There is big price reduction on these passes. The consumers get a free monthly pass on issuing monthly pass for six consecutive months.
- 33. Communication The app will be promoted on different social media platforms like Facebook, Instagram & Twitter. A website will be launched for promoting, helping the customers and for users to sign up. A YouTube Channel will also be created to upload tutorial videos and advertisements.
- 34. Distribution The app will be available for free download on the Google Play Store, Windows Store and iOS Store. The users can upgrade to the premium version by the In-app payment facility.
- 35. Implementation
- 36. Infrastructure The company has six major parts namely App Management, Carpool, Bus, Subway, Promotion and Customer Service. All the departments work independently from each other but are interconnected by the App Management and Customer Service.
- 37. Processes Business processes involved in implementing the company’s strategy are collaborating with various transportation companies in different cities of the country. Also the use of payment gateways requires collaborations. The company also need to carry out the legal formalities for the app.
- 38. Schedule The beta test version of the app is scheduled to release in the month of March. After running as a beta test for one month, the improved version of the app will be launched in the month of April.
- 39. Recap We covered the following points :- Situation Analysis Goal Strategy Tactics Implementation
- 40. Disclaimer This presentation has been created by Aman Bharti, NIT Surat, during a marketing internship under the Guidance of Prof. Sameer Mathur, IIM Lucknow.